Of course Sam has a brand. It’s just invisible. And that means it’s even more effective. It’s stealth marketing: you don’t realize it till you’ve experienced the power.
“Professional make-up job” means people can’t tell you’re wearing any. And we compliment our hair stylist when people say, “Oh, do you color you hair? It looks SO natural.”
Good copywriting means the copywriter remains invisible: when you find yourself admiring clever phrases and astonishing metaphors, you’re being distracted from the message.
And a lot of good branding is also invisible. When you hear Edwina’s name, you don’t think, “Blue and pink … helvetica type.”
You think, “She grew her business on a half-time schedule and now she’s teaching other people how to do it.”
Or, “She keeps telling us how she overcame her disadvantages — medical problems, dyslexia, not expected to graduate college — and claims, ‘If I can do it, anybody can.'”
Or, “He talks about the gardener who came to mow the grass, then trimmed the hedges, and then worked up to an annual high-end lawn maintenance contract — and he teaches these sneaky growth principles to his audience.”
Or, “He went from police officer to professional consultant … and teaches people how to transform any background into business success.”
That’s invisible branding.
These business owners have matched their brand to their story… or more accurately, realized they were telling stories that built their brand. They haven’t gotten hung up on colors or catchy slogans; in fact, you’d be hard-pressed to find logos or slogans on their websites and business cards. Their brand is about recognizing who they are.
You can learn more about the way small businesses brand themselves invisibly with this FREE guide – Create A Powerful Brand By Telling A Story.
To learn more, check out my report, Bragging 101: Build Your Standout Brand One Story At A Time.
For a more in-depth view of storytelling as a brand-builder, sign up for my online course – Build Your Brand One Story At A Time.